beyond education: using social science to motivate action in your program kaitlin phelps, action...
TRANSCRIPT
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Beyond Education: Using Social Science to Motivate Action in Your Program
Kaitlin Phelps, Action Research
NYSAR3 November 6th, 2015
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changing behavior for the public good by applying marketing and social
science research to outreach programs that promote clean, healthy, + sustainable communities.
clean healthy sustainable
community workplace environment
implementresearch evaluate
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Behavior Matters
Environmental Issues have Origins in Human Behavior Pollution + Waste Climate Change
Technology + Policy Solutions Barriers: technical, institutional, societal Time to penetrate market Time to implement policy
Behavioral Solutions Voluntary action Guidance from social sciences
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THE Behavior Matters
One-Time (e.g., install clothing donation bin)
Repetitive (e.g., compost food scraps)
Diverse Cost Difficulty Other Obstacles
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Traditional Approaches
KnowledgeIf people know what to do,
they will do it.
Knowledge ≠ Behavior Change
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Traditional Approaches
KnowledgeIf people know what to do,
they will do it.
Knowledge ≠ Behavior Change
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Traditional Approaches
KnowledgeIf people know what to do,
they will do it.
Knowledge ≠ Behavior Change
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Traditional Approaches
KnowledgeIf people know what to do,
they will do it.
Knowledge ≠ Behavior Change
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Community-Based Social Marketing
origins in 100 years of social science psychology, sociology, anthropology, etc.
community-based delivered at local-level
removes barriers to action motivational and structural
behavior-based outcomes (behavior change) not outputs (# of impressions)
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Community-Based Social MarketingSelect Behavior
Barriers & Benefits
Develop Strategy
Pilot Test
Implement Broadly & Evaluate
McKenzie-Mohr, D. (1999, 2011). Fostering sustainable behavior. Canada: New Society Publishers. See also www.cbsm.com
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CBSM Strategies
Behavior Change
Tools from Social Sciences
Remove BarriersEnhance Motivation
Personal Contact
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Tools: Commitment
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Tools: Social norms
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Tools: Convenience
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Other Tools
Graphic From: Schultz, P. W. (2013). Strategies for promoting proenvironmental behavior: Lots of tools but few instructions. Eurpoean Psychologist.
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Case Study #1
City of Fort Worth Texas
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Step 1: Behavior Selection
Waste Characterization Study 415 households
Mixed Paper Present in 87% of garbage carts 8% of volume by weight
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Step 2: Identify Barriers and Benefits
In-Person Surveys 261 households
Barriers Privacy concerns Confusion (shiny paper, plastic)
Benefits Good for the environment, landfill space Right thing to do
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Step 3: Develop Strategy
Social Norms 87% think recycling is important
Information Address confusion
Convenience/Prompt Black marker
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Case Study #2
Seattle, WA
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Step 1: Identify Behavior
Waste Audit 411 households
In-person Surveys 225 respondents
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Step 2: Barriers and Benefits
Mixed paper•Personal information•Confusion about what is recyclable
Coated Containers, Plastic Containers•Rinsing or cleaning•Confusion about what is recyclable
Glass, Cans•Rinsing or cleaning
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Step 2: Barriers and Benefits
Newspaper/Cardboard• Breaking it down/flattening it
Food scraps and food-soiled paper:•Inconvenience/laziness/forgetting•Smell/mess•Use other method (e.g., disposal)•Didn’t know it could go in yard waste•No container for keeping it indoors
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CBSM Successes
City of Oceanside, California23% reduction in dog waste on a public trail
CBSM Control50
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190PRE POST
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CBSM Successes
Urban Sustainability Directors Networkturn off computers and monitors at the end of the workday
Computers Off Monitors Off0%
10%20%30%40%50%60%70%80%90%
100%
64%
23%
72%
53%
Computer & Monitor Shutdown Rates
Control Treatment
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CBSM Successes
City of San Diego, Think Blue89% decrease in outdoor washing67% decrease in dry-weather flow to storm drains
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CBSM Successes
CalRecycle (formerly CIWMB)248% increase in curbside oil pick-ups
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Additional Resources
Websites www.cbsm.com www.toolsofchange.com
Discussion Forums/List Serves Fostering Sustainable Behavior (www.cbsm.com) Georgetown Social Marketing Listserv
Books Fostering Sustainable Behavior Social Marketing to Protect the Environment
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Action ResearchNew York: 13 East 37th St., Suite 7F | New York, NY 10016
California: 3630 Ocean Ranch Blvd. | Oceanside, CA 92056
Kaitlin Phelps
phone: 917-721-6705 | email: [email protected]
www.action3630.com